Doolally Web

Talking to Zappos is like talking to a friend that happens to sell shoes.

The following is a summary version of a forthcoming article in Archaeology Ireland. The full text will be posted after publication of the article. The majority of Irish field monuments are defined by their names - a standing stone is a standing stone and a ringfort is a ringfort - but not so the fulacht fiadh, characterised by its horseshoe-shaped mound and associated trough.

Sandeep has an interesting take on this one - The new interactive mechanisms for many social sites may be backed by artificial intelligence. This will bring spice to the entire model. For instance, your social network or online group will show itself to be angry, happy, sad, etc., all on its own, as a result of its members’ input. These small and unique interactive developments will engage the users to a great extent.

Where are the ideals in your organization? What ideals are missing - absent, bankrupt, stolen - from your economy, industry, or market? What ideals will you fight and struggle for - and live? Because the ultimate problem with industrial-era business was, as Wall Street has so convincingly demonstrated, this: there weren't any. That seventh lesson is the starting point for tomorrow's radical innovators - because it's the thread that knits the others together. And it's where you should start if you want to use these seven rules to start building 21st century institutions - whether businesses, non-profits, social enterprises, or political campaigns.

The trick is to go beyond feel good CSR tactics and tie this into your mission and maybe even your business model if possible.

You're talking to human beings one-to-one -- be honest and transparent, succinct and accurate and personalise all your messages accordingly.

Recent changes in law on unfair advertising practices have torn up the thoughtless spammers' charter that eroded trust and confidence in conversation in a social media setting.It has been replaced with the only viable long-term communication of targeted, respectful, considered and relevant engagement and conversation. 

The biggest benefits are in terms of increasing engagement and dialogue with the target audience. Look at Dell's 'Idea Storm' campaign for word of mouth's potential to revolutionise brand perception. Perceptions of Dell were successfully shifted from disengaged, remote and in danger of becoming irrelevant (before the campaign) to visionary, engaged, open and forward looking (after).

iPhone users can download the free ScanLife software from the App Store, while users on other phones can text SCAN to 43588 or go to www.getscanlife.com on their mobile browser.